Following up Merkle's presentation at the NexTargeting event hosted by [x+1] in March, demand-side platform, [x+1]. announced a broad partnership with customer relationship marketing agency, Merkle, as "the two companies will provide marketers with a truly integrated, analytics-based multichannel approach to customer acquisition." Read the release.

John Nardone, Chairman and CEO of [x+1], discussed the new partnership and its implications.

AdExchanger.com: Can you discuss why x+1's partnership with Merkle is significant?

JN: It’s significant because the partnership will immediately add value for marketers who take a customer centric approach to marketing because they understand the value of a customer database. With this partnership, marketers can leverage the thinking that they apply to traditional CRM channels digital. They are expanding their capabilities, their reach, touch points and the impact of the customer centric strategies.

Companies aside, how is a CRM agency a good fit for a DSP's capabilities and visa versa?

I can't speak to DSP's in general. It’s a perfect and natural fit for us because our platforms ability to leverage customer data. With Merkle, we solve the problem CMO’s have been facing which is how to take a holistic approach to marketing communications and leveraging their customer databases across channels.

How is the Merkle/[x+1] partnership going to uniquely address attribution and the understanding of ROAS?

This is the first step in breaking down between the traditional silos of direct and digital. We recognize that there has been a challenge of attribution modeling across channel because of soiled data. The Merkle and [x+1] partnership will ensure that the channels that Merkle is tracking and [x+1] is addressing are seamlessly merged for marketers. This should allow for a more a more accurate attribution model to be developed that will enhance a marketer’s channel and communication strategy.

AdExchanger.com: What's the target market for the two companies with this deal? Do you go after particular brands, CPG, big budgets, etc.?

All companies, including Merkle’s and [x+1]’s blue chip clients, who have as their core mission a goal to serve their customer with relevant messaging will be excited and find value from this partnership. To us and Merkle, it’s less about the size of a marketer’s budget and more about the size of their commitment to customer-centric, data-driven marketing.